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Supporting Our Destination's Ongoing Recovery

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Supporting Our Destination's Ongoing Recovery Q3 2020 Supporting Our Destination’s Ongoing Recovery The third quarter of 2020 continued our destination’s slow, steady recovery from the economic fallout caused by COVID-19. After being closed four months, Disney’s theme parks reopened at limited capacity in mid-July, joining Universal, SeaWorld and other attractions that had reopened in June. Buoyed by relatively strong holiday and weekend travel from regional drive markets — the target of Visit Orlando’s marketing and publicity efforts — hotel occupancy and Tourist Development Tax continued their upward trajectories. Working closely with Mayor Demings and Orange County’s Economic Recovery Task Force, Visit Orlando played a key role in developing and promoting our region’s popular, highly effective health campaign: Safer, Stronger, Together. Other successful initiatives were Off to Orlando, which encouraged Florida resident “state-cations” by showcasing open-air experiences, affordability and new safety measures, and our #LoveOrlando campaign, which used social content from our fan base to promote visitors’ many positive experiences. Visit Orlando’s 15th annual Magical Dining kicked off to great fanfare in late August. This year’s program included over 70 member restaurants and outdoor/takeout options, with donations benefitting local nonprofit Feed the Need Florida. For the first time, Magical Dining was extended through the end of October, allowing four more weeks of impactful support for Orlando’s restaurant industry. While leisure travel kept returning in gradual fashion, the Meetings & Conventions sector remained much harder hit. Still, July did see the return of safe, large-scale events at the Orange County Convention Center, which hosted the AAU Junior Volleyball Nationals and Together Again Expo. In addition, Visit Orlando and OCCC teamed up with Orlando Health on a groundbreaking partnership to provide convention groups with customized medical guidance, planning and support through 2020. On the sales side, future bookings secured by our sales team in the third quarter are projected to bring 135,000 attendees (citywide and in-house) and nearly $300 million in economic impact; year to date, those numbers increase to 477,000 attendees and $997 million in economic impact. Finally, to keep our destination top of mind with those who sell Orlando vacations, we held virtual training sessions for thousands of travel professionals in key domestic and international markets. Our membership team also registered nearly 2,000 attendees across several webinars and member tutorials. Looking ahead, we know our industry continues to face a long, challenging road, but we also know that the Orlando destination is resilient, and our community is working together toward incremental progress. INDUSTRY PERFORMANCE Orange County Tourist Development Tax Collections 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 Tax Collections ($) Collections Tax 5,000,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2018 2019 2020 Source: Orange County Comptroller’s Office Metro Orlando Lodging Indicators The following data are based on the January through September results released by STR. Please note that STR information does not include Disney-owned and -operated hotels, nor does it include the short- term rental of alternative accommodations such as timeshares, condos and vacation homes. Metro Orlando Occupancy Rate 90% 85.2% 77.1% 80% 70% 60% 50% 40.4% 40% 31.4% 29.7% 28.7% 25.4% Occupancy Rate Occupancy 30% 22.8% 20% 10% 16.4% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2018 2019 2020 Occupancy Q3 2020 Year to Date Orange County 29.7% 44.4% Metro Orlando 29.9% 43.5% National 48.0% 44.8% Florida 42.7% 48.7% Average Daily Rate Q3 2020 Year to Date Orange County $90.58 $124.51 Metro Orlando $85.71 $115.56 National $101.13 $106.22 Florida $110.70 $138.87 Metro Orlando Room Night Demand 3,600,000 3,400,000 3,200,000 3,000,000 2,800,000 2,600,000 2,400,000 2,200,000 2,000,000 1,800,000 1,600,000 1,400,000 Room Night Demand Night Room 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2018 2019 2020 Room-Night Supply & Demand (in thousands) Q3 2020 Year to Date Supply1 8,923 26,764 Demand2 2,669 11,731 1 Room-night supply: Computed each month by taking the number of hotel/motel rooms multiplied by number of days in the month 2 Room-night demand: Computed each month by taking the room-night supply multiplied by occupancy rate VISIT ORLANDO ACTIVITIES GLOBAL MARKETING United States Marketing Campaign Our “Off to Orlando” Florida resident staycation campaign, launched in early July, helped drive summer visitation by promoting open-air experiences, affordability and new safety measures. The campaign showcased our destination’s unique resort pools, themed waterparks and outdoor adventures, complemented by numerous Florida-resident member offers. In July and August, “Off to Orlando” was promoted organically through Visit Orlando channels that included our website, blogs, social media and e- newsletters. In September, paid search and boosted social support were added to extend our reach. To date, the campaign has generated more than 3.5 million impressions and 140,000 engagements; in addition, visitation to the “Off to Orlando” landing page was 42% higher traffic than our site average. Visit Orlando’s Magical Dining Visit Orlando’s Magical Dining returned for its 15th year Aug. 28, offering three-course dinners for only $35 at 78 area restaurants. To ensure consumer confidence, restaurants went above and beyond with new safety measures and takeout/delivery options, as well as open-air and outdoor dining. The program, originally slated to end Oct. 4, was extended to Oct. 31, allowing for a greater impact on local restaurants, their employees and this year’s charity, Feed the Need Florida. Many participating members reported sold-out reservation days and the best operating month (September) they’ve had all year. Member participation fees covered all expenses for program marketing, including signage and paid media efforts. Member-provided meal certificates supplemented paid media efforts via content producers, influencers and an extensive radio promotion. Clear Channel Outdoor, along with Cox Media Group’s 98.9 WMMO, provided thousands of dollars in added-value media promotions. In addition, the Orlando Business Journal donated a print ad and Yelp partnered with us for a contest. Our partnership with OpenTable continued this year and included a Magical Dining reservation landing page, consumer emails and paid search. On VisitOrlando.com, 80% of search queries during September were related to Visit Orlando’s Magical Dining, making it our No. 1 driver of website traffic for that timeframe. VisitOrlando.com July – September Q3 2020 Year to Date Monthly sessions 1.4M 6.6M Total page views 5.3M 15.5M Content Our content team provided strong support to various marketing initiatives, including blog posts on Visit Orlando’s Magical Dining, fall visitation, destination value and shopping. Blogs were supplemented by 224 updated landing pages, 12 new landing pages and nine e-newsletters, including content for the consumer, meetings and trade teams. Social Media Social media efforts continued to focus on campaigns and messages to aid in recovery — safety, deals and rallying passion around our destination. To keep Orlando top of mind in a positive way, we launched a new campaign, #LoveOrlando, that leveraged the emotional connections people have with our destination. We leaned heavily on third-party content from our fan base, using their own photos, videos and comments to amplify the voices of trusted social ambassadors. Additionally, the campaign was supported by e-newsletters and outreach to local businesses to include #LoveOrlando in their social media channels and at their establishment. We also negotiated a promotion with Frontier Airlines that included a sweepstakes and fare sale. #LoveOrlando performed very well, outpacing previous social media campaigns, and will continue through the end of the year. Social support for other initiatives included the region's “Safer, Stronger, Together” campaign, “Off to Orlando” and Visit Orlando’s Magical Dining, as well as weekly posts and dedicated Instagram stories to highlight deals for residents and restaurant offerings. July - September Q3 2020 Year to Date Paid + organic Impressions (Facebook) 6.58M 206.5M Visit Orlando blog (total page views) 131,227 1.4M Convention Marketing In collaboration with the sales team, convention marketing embarked on a retooled client communication strategy focused on owned and earned channels. Key messaging pillars included keeping Orlando top of mind as Cvent’s No.1 overall U.S. meetings destination and reinforcing Orlando as a place where meetings can happen safely. Our monthly “Meetings Matter” e-newsletters were sent to over 30,000 subscribers, providing relevant and timely destination updates. In conjunction with the Orange County Convention Center, multiple videos and blogs were produced to highlight successful face-to-face events happening safely in our destination. Additional touchpoints included OrlandoMeeting.com, customized delegate sites, blogs and dedicated social media channels. Transparent, constant communication with clients booked at OCCC continued to take place by providing assets such as video, copy, images and online resources. GLOBAL COMMUNICATIONS (Media, Industry and Community) Publicity/ Media As co-chair of Orange County’s regional branding campaign, “Safer Stronger, Together,” Visit Orlando supported compliance among our member businesses and communicated nationally to media, consumers and the industry the extent of our region’s commitment to safety. These efforts helped generate more than 100 stories in the U.S. with positive messaging about Orlando’s safety efforts — totaling 1.2 billion impressions and 7,755 social shares — such as this significant feature in Forbes, “Orlando is back with big deals and big changes.
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